For the Wendy's fast-food chain to compete with McDonalds or Burger King, executives realized that some serious market research was needed. After analyzing taste tests in six different cities, The Big Classic burger was born.

Blinded product—paired—preference testing is a common marketing research technique. Using an example, this article addresses how to best conduct paired product preference testing to avoid ambiguous results, which includes repeating the pair testing with respondents and conducting a binomial test statistically.